The Marketing and Operations Management joint concentration emphasizes the importance of partnership between marketing and operations for new product development (NPD) in light of the fact that NPD is a critical company effort highly dependent on internal innovation processes. Given the complexity of these processes, the insights provided by cross-disciplinary collaboration can be particularly beneficial in many efforts including: creativity-based new product development, innovation in service manufacturing and new service development, customer response to next-generation products, the use of conjoint analysis in engineering designs, platform-owner market entry, and design-intensive innovation.

The concentration gives students a choice of several complementary courses within the Marketing and OID departments. The concentration requires a total of four course units – two course units from each department. NOTE: All OIDD courses were listed as OPIM until Spring 2016. One of the courses must be OIDD 415 (Product Design), MKTG 221 (New Product Management) or MKTG 262 (New Product Development). Each of these three courses includes a project that is relevant to the joint concentration.

* Note that you may not take both the mini course version (0.5 cu) and full term version (1.0 cu) of the same course topic for credit. Specifically, if you take MKTG 221, you may not also take MKTG 262. If you take MKTG 254 you may not also take MKTG 288. If you take MKTG 227, you may not also take MKTG 270 (or the experimental version MKTG 230x).If you take MKTG 292 you may not also take MKTG234.

♦ Renumbered Marketing courses: Beginning Fall 2014C, several MKTG courses will have new course numbers. These new numbers are reflected in the requirements list above, with the old course number shown in parenthesis for reference.